Integrating Corporate Communications

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Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication, examines human behavior in communicating, reviews corporate communication structure, and analyzes messages and media and shows how to get started toward cost-effective corporate communication.In 11 chapters, the book presents a look at corporate communications based on economic principles. Separate chapters examine the business environment and communication, corporate communication and strategy and reputation, corporate communication and the individual, corporate communication and messages, corporate communication and media, corporate communication and measurement, and corporate communication and business structure. A major resource for senior managers, strategists, and other communications specialists.